In order for corporations to effectively reach urban consumers, they should first identify what the demographic needs in terms of products and services, while ensuring a genuine connection with that audience.
In creating Servingupsoul.com, General Mills didn’t just hatch up the idea, but asked African American women what resources they wanted and what personal aspects of their lives were most important. Using that data, the company then developed an online product centered around those needs.
In its recently commissioned survey, General Mills polled over five hundred Black women, 24-49 years of age. Results indicate that:
* 57% place a priority on spending quality time with girlfriends
* 70% of mothers place a priority on spending quality time with their children
* 66% believe it’s important to pass on soul food dishes by teaching their kids how to prepare them
* 70% of those 24-29 are hesitant to play hostess because they are less confident in the kitchen
* More than 33% of twenty-somethings cite macaroni and cheese as their favorite soul food dish, while more than a third of 40-somethings cite greens as their #1 preference
* 73% learned to cook from their own mothers/stepmothers
* 80% of mothers place a priority on spending quality time with their children, in an effort to get to know them better as they mature or help them develop stronger self-esteem
By determining the demographic places a high priority on spending quality time with children and close friends, the site was tailored to appeal to those responses with quick recipes and specific suggestions on how to successfully share cooking experiences. Visit Servingupsoul.com to learn more about the company’s findings.